The Fitness Club Brand Construction Research The Impact On Customer Repurchase Intention

The fitness market in China has been widely developed for twenty years since1990’s, whichis also the first period of fitness brand construction. As we know, the competition among fitnessclubs has become more and more violently from2009till now, of course the fitness brandconstruction would be one of the most important elements to be healthy developed. However, theachievement of fitness brand construction should be represented by the performance indicator.And the behaviour of customer repurchases is the main indicator about the fitness clubs. So itwould be more important to make it clear about customer repurchases intention for thedevelopment of fitness clubs.But now there are still less research on fitness brand construction and even less research onthe relationship between the fitness brand construction and customer repurchases intention, sothe importance of fitness brand construction is always neglected by fitness clubs. In this thesisthe author will talk about such aspects as follows: the meaning of fitness brand construction, thecurrent situation of fitness brand construction in China, the influence elements of customerrepurchases intention and fitness brand construction. The author also wants to use such methodsas document analysis, interview, questionnaire, mathematical statistics and observation methodsand so on. And in the end the author will have a research on four aspects: scale of fitness brandconstruction, products, effects and tendency.On basis of the research, the author has summed up such conclusion:1. People still pay less attention to fitness brand construction now in China. There areobvious differences between fitness brand at home and abroad.2. There are usual lack of planning of brand construction in fitness clubs. And it is not socompleted about the scale of fitness brand construction, products, effects and tendency.3. The construction of fitness brand is the most important elements to influence the behaviorof customer repurchases intention.4. The fitness clubs should improve the faithfulness and maintain of the customers by theconstruction of fitness brand, and to strengthen the competitiveness.